It looks like Star Trek’s William Shatner is saying goodbye to another character — who is literally going out in a heroic blaze of glory. Today Priceline released what they are calling the final ad featuring Shatner as "The Negotiator," and they may even be ending their relationship with the actor who helped launch the brand in the 90s. We also have a retrospective of some of Shat’s best Priceline spots.
Shatner’s Negotiator has his last negotiation
For William Shatner, there seems to be a “bridge over troubled waters” for many of his iconic characters. For decades, William Shatner was James T. Kirk who commanded from the BRIDGE of the U.S.S. Enterprise. In the film Generations, William Shatner played Captain Kirk again, and the character died while on a BRIDGE saving the residents of Veridian III. Now, in the latest Priceline.com advertisement which begins showing on television Monday, January 23rd, the Shat’s Priceline Negotiator character dies while saving others (and saving others some money) under a BRIDGE!
Here is the ad which will begin running next week.
William Shatner began his association with Priceline.com 14 years ago. The first set of ads featured Shatner speaksinging famous songs while musicians such as Ben Folds played. Another campaign featured Shatner being outclassed by Leonard Nimoy as they vied for Priceline.com’s attention. Five years ago, Shatner started playing the Priceline Negotiator whose antics included meeting his evil twin and taking care of his pet falcon. However, Priceline.com is altering their business model away from an entirely negotiated price. It is uncertain whether Shatner will appear as a different character in future advertisements, according to the AP he still is under contract with Priceline.com and could or could not be part of the future campaigns.
"I’m in grief mode. It’s not the first time I’ve had an iconic character die off." Shatner told AP reporter Lynn Elber, obviously referring to the death of James T. Kirk in Generations.
Remembering Shatner and Priceline
We at TrekMovie are also grieving the loss of the Priceline Negotiator. Less Negotiator means less Shatner on our TVs. That is never a good thing. But, we will cross that bridge when we get to it. Until then, we still have the memories. Here are our pics for the best Shatner Priceline ads.
Shatner and Nimoy
"Bust a Move"
"You Don’t Know" (with Ben Folds)
BONUS: The Priceline.com ads with Shatner and Nimoy were not the first time they advertised for the travel industry. Check out this 1985 advertisement: